What exactly is Media Relations?
Media relations can be defined as the process of building and maintaining positive relations of a company or organization with the media. The result of these activities is the creation of links with journalists and editors, and then passing on information that will reach important target groups in the company through them. In principle, this relationship is beneficial for both parties. The journalist gains easy access to information, expert commentary and other materials, and the company has the desired publicity and opportunity to appear in relevant titles. In a strict sense, media can be newspapers, magazines, radio, television and publications in the internet.
But one can ask whether formats such as blogs or YouTube channels of influencers also belong to this definition. Or do they form a discipline of their own? But that is not the point of the media relations definition here.
Media relations services communicate a newsworthy message, story or information addressing the appropriate media outlets. To do this successfully you need experience, knowledge, time and resources. There are countless contents and formats for media relations. However, it’s crucially important to work with and not against the media. Dialogue and the development of a strong relationship with the media will provide an organization or company with invaluable access to the public domain.
And this is the point: media relations are a powerful tool for influencing and changing the behaviour of your target group. As opposed to more direct forms of communications, such as advertising or direct marketing, it is more credible, because your contents are communicated via a third-party channel.